Economic sciences /10.Enterprise economy

Senior teacher of Dmitriyev V. R.

Kostanaysky State University of a name of A. Baytursynov, Kazakhstan

BASES OF MANAGEMENT OF INTANGIBLE ASSETS OF THE ENTERPRISES OF THE SERVICES SECTOR

Practically all kinds of activity in modern economic space are connected with a services sector. Now services render both traditionally service, and the industrial enterprises, within activities for rendering guarantee and post-guarantee maintenance of a made product, delivery, information support. The modern services sector is analyzed by researchers any more as uniform branch, and as sector of economy [1] which possesses difficult structure and mobile borders.

In turn active development of a services sector also is caused by influence of a number of factors from which the information and communication technologies (ICT), social changes and internationalization which is shown in an exit of the enterprises of a services sector to new foreign markets, acceleration of processes merge and absorption, expansion of activity of multinational corporation of the service sphere, etc. are especially distinguished improvement.

Development of ICT acts as a factor supporting and catalyzing integration communications. Transition to new or digital economy happens at the same time to global economic integration. The combination of these two processes (development of ICT and proceeding liberalization of world trade) gives a positive effect. Extent of differentiation of rendered services increased. The enterprises specialize on satisfaction of requirements of narrower segments of the market and therefore it is more difficult for potential participants of the market to come to planned sales volumes because of narrowness of these target segments, specificity of inquiries of different groups of consumers. However if the enterprise has positive business reputation, its costs for an exit for the new markets, will be rather low, and the enterprise will possess the good potential of competitiveness.

The importance of the market power of suppliers and buyers also underwent considerable changes. The trust and experience of cooperation between subjects for - the competitive enterprise such economic factor as price charged by the supplier, not always is defining at a choice of the partner for the companies seeking for achievement of high competitiveness becomes a leading factor of the relations of the companies buyers and suppliers, observance of the quality standards of production and compliance of delivery time become decisive factors.

The main reasons for accruing attention to non-material resources [2] as to a factor of ensuring stability of functioning and development of the enterprises of a services sector root in forward development of society and the active processes of globalization happening in all its spheres; and also - in a defining role of information in society. "The new economy" is directed on "cost virtualization", more and more operating with images which possess own and self-sufficing cost. It induces the companies focused on strategy of the future, to choose as a reference point not profit, and joint-stock cost of their enterprises, intangible assets became the most important which source of creation in "new economy".

At high rates of technical progress and increase in opportunities of a choice, service successfully won't be on sale only thanks to the technical advantages, the business reputation and other values with which firms allocate the production besides functional characteristics, everything more define success or an enterprise failure in the market. Key factor of success is degree of an involvement of the buyer. The high business reputation does the company of less vulnerable for competitors. Successful management of the cost of the enterprises of a services sector assumes adoption of such administrative decisions which are aimed at creation of a basis for receiving more essential profits in long-term prospect. It can sharply increase the current and future cost of firm. The management purpose in this case is maximizing the income by means of development and realization of strategy on creation and management of intangible assets.

In modern conditions for development of methodology of a control system by intangible assets of the enterprises of a services sector it is advisable to allocate on nature of influence: limiting factors and driving factors.

Management of intangible assets of the enterprises of a services sector when ensuring stability of their development has to be based on certain principles of management and compliance of a control system to these principles as they are the general rules reflecting requirements to management in certain conditions of development of the enterprise and the market.

The principles of management of intangible assets of the enterprise of a services sector, it is expedient to subdivide on: fundamental principles, strategic principles and principles of a business environment. System use of these principles will allow to create an objective fundamental basis for formation and development of the modern organizational and economic mechanism of management by intangible assets of the enterprise of a services sector.

Literature:

1 Avanesova G. A. Service activity: historical and modern practice, business, management. - M.: Aspect Press, 2005. - 318pages.

2 Castellacci F. The Internationalization of Firms in the Service Industries: Channels, Determinants and Sectoral Patterns/NUPI Working Paper: 753, 2008. - 39 pages. [Electronic resource]/F. Castellacci. - Electronic text data. - Mode of access: http.//www:english.nupi.no.